Performance Plus Marketing wins IMA's Circle of Excellence Award for Victoza campaign

In today's troubled economy, keeping a sales force motivated to perform can be critical to the success of a business. That's why Novo Nordisk turned to Performance Plus Marketing (PPM) of Roswell, GA, to build an incentive program to support the launch of its Diabetes medication, Victoza(R). The campaign's unprecedented success resulted in the Incentive Marketing Association's Circle of Excellence Award for Best Sales Incentive Program.

"Our experience has shown us that an effective sales incentive program has to be exciting enough to draw the participant in with an element of fun so they can quickly begin the engagement process," said Wendy Wagner, vice president, client service, PPM.

Given the young demographic of Novo Nordisk sales force, PPM created a unique program identity for the five-day launch of the incentive promotion called "Club V." The program was Web based, with participants earning points for training activities. A custom-designed website communicated and explained all activities, tracked each participant's progress, attractively displayed the awards, and handled all redemption functions.

"Club V was developed with a youthful audience in mind -- specifically generation X and Y," said Wagner. "Some of the key traits of these groups are that they are very tech-savvy, strive to balance work and life, are very focused on results, want work to include fun, expect efficiency. The concept of Club V brought a little of the non-work life into the mix. It was a very current, on top of trends, cutting edge concept that was actualized in both a virtual presence in the form of the website, and a physical presence during an evening event at their national sales meeting."

Added to this was The Vault, which was positioned as an exclusive club, similar to a nightclub with a VIP-only guest list. Top performers were granted access to this club with their name appearing on the exclusive guest list. The Vault had a virtual and physical representation. There was an exclusive, VIP-access-only venue at the POA 1 evening event. While everyone attended the Club V event, only top performers got their name on the list and had access to The Vault, where they could enjoy specialized food and drink options, and SWAG bags.

The promotions results were exceptional. One hundred percent of those eligible participated in the Club V activities and over 95 percent of the sales force participated in daily quizzes for the opportunity to earn prizes. Overall, the launch event was very successful and a great lead in to the sales force rewards program that continued afterwards.

"This sales incentive promotion was one of our most successful to date," noted Jamie Jones, sales director, Victoza Commercialization Team, Novo Nordisk. "PPM's ability to incorporate the use of new media for our Gen X and Y sales force in a way that was exciting and relevant to them, really made this program well received and successful."

SOURCE Performance Plus Marketing